Because traditional advertising dislikes cannabis, CBD companies that want to be visible usually encounter difficulties. Facebook looks away. Google closes down. But, if display inventory is allowed to collect dust, it degrades. Programmatic advertising provides you with a hammer and a ladder. CBD ad targeting techniques
Let’s get the gears dirty. Programmatic systems rely on data to function. In a matter of milliseconds, they collect impressions, organize them neatly, and provide advertisements. For CBD marketers, this is like déjà vu and blinding lights. Reaching someone who looked at your CBD sleep tablets at 2:00 a.m. is no longer a pipe dream.
Don’t put on your boots and stomp right in, though. In general, blocklists and category exclusions eliminate anything related to CBD. Occasionally, even “wellness brands” are pulled into the void. Don’t be surprised if your campaign performs poorly on social media or Google Ads. The old guard is merely clinging to their pearls.
What is the good news, then? “Open exchange” inventory and deals that go directly to the publisher simplify things. Two DSPs (Demand Side Platforms) that are more receptive to hemp and CBD advertising are Choozle and VRTCAL. With Private Marketplace (PMP) agreements, you can get closer to publishers that are eager to profit from the green industry while avoiding the large, unreliable firms.
To put it bluntly, focusing on the central business district can be challenging. Some people squander money by displaying items to cat enthusiasts who are only interested in memes. What’s that? Targeting by age or interests is prohibited on several platforms. Those who have expressed interest—such as those who have read articles about cannabidiol or visited health forums—can be connected with third-party merchants.
Though it seems like a lot of work, creativity is king. Some phrases, such as “medical,” “pain,” and “treats,” get you denied so fast you won’t believe it. Alter the manner you discuss the advantages. “Restfulness” refers to sleep. Stress transforms into “daily calm.” Use photos of the natural world. Calm faces, lush backgrounds, and Zen gardens. Walk the line of compliance like you’re on a surfboard during a hurricane.
Watch out for your geos! While some states are cool with CBD, others are not. Punch only in areas that comply. This is made easier by programmatic, but you still need to double-check those zip lists.
What are analytics? You should adjust to them. Don’t do it too much or too frequently in a day. Despite their propensity for impulsive purchases, CBD customers investigate products before spending $70 on a salve, thus attribution periods should be shortened. Adapt your bids. Experiment with various headlines and images. Get rid of things that don’t work, even if you believe they “should work.”
Here’s a little war story: I saw a client spend $4,000 in two weeks before figuring out that half of the clicks were from foreign gamers who would never make a purchase. Rinse, scrub, then retarget.
Issues? A great deal. However, programming for CBD is always changing, much like the Wild West. It’s a strategy used by astute marketers to achieve outcomes that no bus advertisement, billboard, or emotional social media campaign can match. Gain courage, sharpen your attention, and continue to stay clear of the landmines.